Bosses at People for the Ethical Treatment of Animals (PETA) have launched their 'Adopt, Don't Buy' drive in a bid to encourage would-be dog owners to take in a pet from a refuge for strays.
And they chose Uggie to front the campaign after hearing the heart-rending tale of how the Jack Russell was rescued by a dog trainer when he was an unwanted puppy.
Uggie, who shot to fame in the multi-Oscar winning 2011 movie, features on a PETA campaign poster alongside the slogan, "I'm Uggie, and I Was Adopted. Millions of Dogs Are Waiting in Animal Shelters for a Loving Home. Adopt, Don't Buy."
A spokesman for PETA U.K. says, "Animal shelters are full to the brim with dogs and cats who are waiting for the opportunity to become the star of a loving family. PETA encourages everyone who is considering bringing a canine companion into their lives to save a life by adopting from an animal shelter - and never patronising breeders or pet shops."